Jamie Oliver to refocus business on ethical campaigns

Jamie Oliver is looking to refocus his business around public health campaigning following the collapse of his UK restaurant group earlier this year.

According to The Guardian,​​​ the chef wants to entwine his mission to half childhood obesity by 2030 in to all decisions made by his company by turning it in to an ethical 'B Corporation'.

The mission statement of the B Corp movement says, ‘businesses should aspire to do no harm and benefit all’ and puts the importance of people and planet on a par with profit.

In the Jamie Oliver Group’s first social impact report, published this week, he admits his company “is not perfect” and 2019 had been a “difficult year”.

Despite the collapse of Oliver’s UK restaurant empire in May his media and publishing arm is highly successful, with revenues of £30m in 2017.

Going forward the chef says he will only strike commercial deals that help his anti-obesity target. Last year Oliver faced criticism for creating a food range for oil giant Shell, but hit back at critics​​ by insisting it meant motorists would have access to a wider range of healthy options.

In a Channel 4 documentary​​ which aired this week looking back on his 20-year career, Oliver said of his anti-obesity target: “Our dream and goal is that every mayor and CEO commits to it, because they should. If they don’t, why?”

To qualify as a B Corp companies must meet standards set by non-profit institution B Lab, and pay annual certification fees ranging from £500 - £50,000 depending on their size. Oliver's business has only begun looking at what is needed to meet requirements.